(This blog is a continuation of (BRANDING FOR DENTISTS: DOES IT REALLY MATTER?)
How does one develop a strong brand?
- Start with the end in mind.
- How would you like your patients to describe your practice?
- What makes you different?
- What three attributes would you like to be known for?
- Create mission and vision statements that define who you are and why you do what you do.
- Be consistent with your brand. Everything you say and everything you do should be in harmony with your brand. This extends to
- The way you and your team speak to patients
- Your attire
- The experience your patients have in your office
- The way the office looks
- The messaging in your marketing collateral
- Even colors and fonts
Few things are as valuable as your reputation. It’s worth taking the time to define it and then ensuring that everything your patients experience is in harmony with it.
After you have thoughtfully completed these steps, it’s time to start checking for consistency and developing your brand strategy.
It’s important to note that the changes that need to be made do not all need to be made at once. Start with things that don’t cost anything, like the experience your patients have in your office. Gradually move from one area to the next. In the case of an office building that is sending the wrong message, it should be one of the last things to change.
Remember, smart marketing should pay for itself. Start with inexpensive strategies first; as you see an ROI, put money aside for future efforts.
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